Case Study

Celebrating Ultimate Ears’ Legacy with #UltimateRewind Campaign

Tags

Creative, Influencer marketing, Media, Social Media

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THE SITUATION 

• Ultimate Ears, fondly known as UE BOOM, is a hugely popular portable speaker brand globally. Becoming particularly iconic in Australia and New Zealand, the word UE BOOM has become synonymous with mobile bluetooth speakers. 
• UMM has worked with Ultimate Ears’ since they first entered the Australian market 10 years ago, helping curate their iconic brand identity locally. 
• The brand’s 10th birthday coincided with its first product launch in over two years—the EPICBOOM.

THE BRIEF 

• As the brand celebrated its 10th birthday and prepared to launch the EPICBOOM, UMM was tasked with creating a social media campaign to honour Ultimate Ears’ legacy and engage the audience.

THE STRATEGY

• Building on Ultimate Ears’ strong brand legacy, our strategy tapped into the love and nostalgia surrounding the brand. 
• Recognising that Ultimate Ears fans still use speakers that are close to 10 years old, we aimed to celebrate their loyalty and highlight the durability of the speakers. 
• Our goal was to generate conversation and excitement leading up to the EPICBOOM launch.

 

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A post shared by Ultimate Ears (@ultimateears)

WHAT DID WE DO

• Coining the campaign name and hashtag #UltimateRewind, the campaign took our audience on a trip down memory lane. Over the span of five weeks in the lead-up to the launch of EPICBOOM, we shared a series of social content that highlighted each major product milestone in Ultimate Ears’ journey—BOOM, MEGABOOM, ROLL, WONDERBOOM, and HYPERBOOM. 

• Alongside these milestones, the campaign also featured a giveaway that gave our audience the chance to win an EPICBOOM or 1 of 10 Mulga the Artist custom-painted MEGABOOM 3s. We made the callout for fans of the brand to submit photos of their BOOMs and tell us their favourite song from the last decade to go into the running to win. 
• To amplify the campaign’s impact, we partnered with four friends of the brand to share their #UltimateRewind moments and celebrate Ultimate Ears’ 10th anniversary in Australia. These creators reshared their favourite Ultimate Ears memories from the past on their Instagram Stories, extending birthday wishes to the brand. Additionally, we re-licensed content from these talented individuals to repurpose on Ultimate Ears’ social media channels, further amplifying the campaign’s reach and engagement.